Meet an Indie Agency: Young Hero
February 18 @ 9:30 am – 10:00 am PST
In 2013, the lights went out during the Super Bowl. Roberto Max Salas Dos Santos and his team at 360i scrambled to create what would become one of the most viral moments in advertising history — the Oreo “Dunk in the Dark” tweet. A color overlay trick, made on a Sunday, hastily posted during a blackout. The rest is industry legend.
But that scrappy, culturally-aware instinct? That became the DNA for Young Hero.
Roberto and his co-founder, Nick, built Young Hero in Williamsburg, Brooklyn, around the belief that creators should be strategic partners, not line items on a media plan. Eight years in, they are working with Charles Barkley, Serena Williams, and Lululemon — assembling teams the way a film production does, casting people with lived experience that matches the audience.
“We don’t waste time making the deck look pretty. We make sure the ideas are bulletproof, and then we make the output pretty.”
